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As the internet and the social media (SM) have radically changed the way firms carry out their marketing activities, micro- and small-sized enterprises (MSEs) are trying to adopt these platforms in order to generate market intelligence, promote their products/services to larger audiences, and better manage the relationships with their customers. As such, the effective way of SM usage by MSEs presents great interest to both scholars and practitioners. The purpose of this study is to propose and empirically validate a model investigating the role of SM adoption (SMA) and innovation capabilities (IC) in supporting the improvement of MSE’s performance (PRF). More particularly, the model assumes the mediating/moderating roles of IC in the relationship between SMA and PRF. This study used a structured questionnaire for data collection and the PLS-PM for the path analysis of 276 MSE’ responses. The results indicated that IC mediates the impact of SMA on PRF and at the same time enhance the impact of SMA on PRF for MSE’s with high IC. These findings have several implications for MSEs which are presented at the end of the study.

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Social Media Marketing Usage Effects on Micro- and Small-Sized Enterprises’ Performance: The Mediating-Moderating Role of Innovation Capabilities

  • 会议论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年

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  • Apostolos Giovanis,
  • Alexandros Sahinidis,
  • Dimitris Kallivokas,
  • Sofia Asonitou,
  • Dimitris Papakyriakopoulos

摘要

As the internet and the social media (SM) have radically changed the way firms carry out their marketing activities, micro- and small-sized enterprises (MSEs) are trying to adopt these platforms in order to generate market intelligence, promote their products/services to larger audiences, and better manage the relationships with their customers. As such, the effective way of SM usage by MSEs presents great interest to both scholars and practitioners. The purpose of this study is to propose and empirically validate a model investigating the role of SM adoption (SMA) and innovation capabilities (IC) in supporting the improvement of MSE’s performance (PRF). More particularly, the model assumes the mediating/moderating roles of IC in the relationship between SMA and PRF. This study used a structured questionnaire for data collection and the PLS-PM for the path analysis of 276 MSE’ responses. The results indicated that IC mediates the impact of SMA on PRF and at the same time enhance the impact of SMA on PRF for MSE’s with high IC. These findings have several implications for MSEs which are presented at the end of the study.